COMM 223 Final Flashcards
. What is the definition of Customer Value?
A. The act of reducing demand temporarily or permanently
B. The process of gathering customer data and managing touchpoints
C. The difference between the perceived benefits and perceived costs of an exchange
D. How well a product performs against competition
Correct Answer: C
Customer Satisfaction refers to:
A. The long-term profit gained from repeat customers
B. How well a product’s perceived performance matches a buyer’s expectations
C. The emotional connection a customer has with a brand
D. The total cost of a customer’s purchase decision
Correct Answer: B
What best describes Customer Relationship Management (CRM)?
A. The strategy used to cut costs in marketing campaigns
B. The process of managing customer service teams
C. Managing detailed information about customers and maximizing loyalty
D. Reducing demand during peak seasons
Correct Answer: C
What is Demarketing?
A. Promoting a product more aggressively during low-demand periods
B. Marketing that aims to reduce or shift demand without eliminating it
C. A complete stop in all marketing efforts
D. The process of removing unprofitable customers
Correct Answer: B
Total Perceived Benefits - Total Perceived Cost = ?
Value perceived by the customer
- How is it possible for a customer to have low perceived value of a product but still be highly satisfied?
A. The customer expected the product to perform poorly but it exceeded those expectations
B. The customer believed the product was expensive and it met exactly what they paid for
C. The customer had no expectations and was indifferent to the product’s performance
D. The product had high value but failed to meet customer expectations
Correct Answer: A
- What are examples of Biological and Physiological needs in Maslow’s hierarchy?
A. Achievement and status
B. Security and safety
C. Air, food, drink, shelter, sleep
D. Friendship and intimacy
Correct Answer: C
Which of the following best represents Safety needs?
A. Personal growth and fulfillment
B. Protection from elements, order, law, and stability
C. Love from friends and family
D. Respect from others and self-esteem
Correct Answer: B
Social Needs in Maslow’s hierarchy include:
A. Food, shelter, and warmth
B. Security and freedom from fear
C. Friendship, intimacy, and love
D. Mastery, independence, and prestige
Correct Answer: C
Which of the following describes Esteem needs?
A. Seeking personal growth and self-fulfillment
B. Respect from others, self-respect, and achievement
C. Having basic food and water
D. Feeling safe and stable
Correct Answer: B
Self-Actualization needs refer to:
A. Achieving love and friendship
B. Realizing personal potential and growth
C. Gaining safety and security
D. Achieving physical comfort and health
Correct Answer: B
What is customer retention?
A. The act of persuading a new customer to make a purchase
B. A metric for how many customers were lost during a period
C. The percentage of buyers who continue to purchase from one period to the next
D. The number of products sold in a promotion
Correct Answer: C
Customer acquisition (conversion) in CRM is defined as:
A. A customer stopping purchases due to dissatisfaction
B. A prospective customer taking a marketer’s intended action
C. The retention of loyal customers through promotions
D. The act of increasing share-of-wallet
Correct Answer: B
What does customer churn measure?
A. How many new customers signed up in a campaign
B. How much a customer is worth over time
C. The percentage of customers lost to other brands over time
D. The number of upsells made within a quarter
Correct Answer: C
Up-selling is best described as:
A. Offering a discount to new buyers
B. Selling unrelated products to a new customer
C. Promoting a higher-end product version to an existing customer
D. Persuading customers to buy in larger quantities
Correct Answer: C
What is cross-selling?
A. Selling additional products or services to an existing customer
B. Convincing customers to upgrade a product
C. Offering discounts for customer retention
D. Reducing churn through surveys
Correct Answer: A
What does “share-of-wallet” refer to?
A. The percentage of a company’s profits spent on advertising
B. The amount of customer complaints per product
C. The proportion of a consumer’s total spending in a category that goes to one company
D. The portion of sales made online
Correct Answer: C
Customer lifetime value (CLV) measures:
A. The total cost to retain a customer
B. Future cash flows from a customer relationship
C. The average order size per customer
D. How often a customer visits a physical store
Correct Answer: B
What is customer equity?
A. A financial term used for customer investment
B. The total cost of acquiring new customers
C. The sum of all customer lifetime values across current and potential customers
D. The difference between marketing cost and total revenue
Correct Answer: C
- What is the societal marketing concept?
A. Focusing solely on the company’s profitability through mass marketing
B. Making marketing decisions based only on consumer trends
C. Considering consumer wants, company needs, and long-term societal interests
D. Targeting customers through viral social media strategies
Correct Answer: C
- The marketing mix refers to which of the following elements?
A. People, purpose, platform, and promotion
B. Product, price, promotion, and place
C. Pricing, public image, packaging, and policy
D. Production, performance, personnel, and planning
Correct Answer: B
- What is an integrated marketing program?
A. A list of digital platforms used for online advertising
B. A brand’s focus on only one product or service
C. A comprehensive plan that communicates and delivers value to target customers
D. The use of promotions to sell seasonal items
Correct Answer: C
The marketing concept emphasizes that organizational goals are best achieved by:
A. Offering products with the lowest possible price
B. Mass advertising and public relations
C. Understanding and meeting target market needs better than competitors
D. Expanding global reach through mergers and acquisitions
Correct Answer: C
- According to the product concept, customers will prefer products that:
A. Are the cheapest available in the market
B. Have extensive distribution channels
C. Offer the most in quality, performance, and innovation
D. Are marketed using emotional storytelling
Correct Answer: C
- Sustainable marketing focuses on:
A. Marketing that maximizes profit in the short term
B. Greenwashing to attract environmentally-conscious customers
C. Meeting present consumer and business needs while preserving future generations’ ability to meet theirs
D. Outsourcing marketing activities to reduce costs
Correct Answer: C
- At what two levels does strategic planning occur in a company?
A. Executive and Operational
B. Corporate Level and Business Unit Level
C. Product and Brand Level
D. Marketing and Sales Level
Correct Answer: B
- What role do corporate level objectives play in strategic planning?
A. They are based on consumer feedback
B. They are independent of business units
C. They become constraints for Strategic Business Units (SBUs)
D. They are created after SBU objectives
Correct Answer: C
What is portfolio analysis?
A. Comparing competitors’ products in the market
B. Evaluating the products and businesses in a company
C. Monitoring inventory across product lines
D. Assigning budgets to marketing activities
Correct Answer: B
What is an SBU (Strategic Business Unit)?
A. A marketing tactic
B. A financial planning tool
C. A unit with its own mission and objectives
D. A department solely responsible for pricing strategy
Correct Answer: C
What does the BCG Matrix use to assess strategic positioning?
A. Relative revenue growth
B. Advertising frequency
C. Relative market share
D. Product price elasticity
Correct Answer: C
In growth strategies, what is at the center of strategic planning?
A. The company’s profit goals
B. The marketing mix
C. Consumers
D. The product portfolio
Correct Answer: C
What is the value proposition in marketing?
A. The price the customer is willing to pay
B. A summary of the marketing mix
C. What the company promises as value to customers
D. A loyalty reward system
Correct Answer: C
In the STDP process, what comes directly after segmentation?
A. Positioning
B. Planning
C. Targeting
D. Promotion
Correct Answer: C
What does differentiation refer to in a marketing context?
A. The pricing strategy of a firm
B. How a product stands out from competition
C. The way employees are trained
D. The variety of suppliers used
Correct Answer: B
What does positioning involve?
A. Identifying a target customer
B. Assigning budget to advertising
C. Creating a clear, distinct image in the consumer’s mind
D. Offering the lowest price in the market
Correct Answer: C
What are the four Ps in the marketing mix?
A. Product, Price, Planning, and People
B. Price, Place, Promotion, and Planning
C. Product, Price, Promotion, and Place
D. Positioning, Process, People, and Product
Correct Answer: C
What are key components of a marketing plan?
A. Vision statement and mission
B. Action plans, budgets, forecasts, and control mechanisms
C. Brand logo design and product color scheme
D. Historical financials and organizational hierarchy
Correct Answer: B
The purpose of including controls in a marketing plan is to:
A. Prevent employees from deviating from the original brand design
B. Ensure legal compliance with advertising rules
C. Monitor progress toward goals and adjust as needed
D. Assign marketing tasks to various departments
Correct Answer: C
Which of the following best describes marketing intermediaries?
A. Consumers who resell products to their peers
B. Agencies that track consumer behavior online
C. Firms that help promote, sell, and distribute products to final buyers
D. Departments within the company that handle sales
Correct Answer: C
Which of the following is NOT considered a marketing intermediary in the microenvironment?
A. Resellers
B. Financial intermediaries
C. Political groups
D. Physical distribution firms
Correct Answer: C
In analyzing competitors in the microenvironment, which of the following is NOT a suggested focus?
A. Their pricing policies
B. Their birth generation
C. Their financial situation
D. Their market role (e.g., leader, challenger)
Correct Answer: B
What does the demographic environment primarily focus on?
A. Consumer values and religion
B. Government restrictions and laws
C. Human population statistics such as age, gender, and location
D. Financial performance of businesses
Correct Answer: C
Why is demography important to marketers?
A. Because it predicts changes in the economy
B. Because it provides information on business competitors
C. Because people make up markets
D. Because it tells companies when to launch a product
Correct Answer: C
Which of the following is TRUE about Baby Boomers in Canada?
A. They were born between 1966 and 1981
B. They are highly skeptical of media and advertising
C. They represent about 30% of the population and earn over 50% of personal income
D. They are less materialistic and more mobile
Correct Answer: C
Which generation is also known as the “MTV Generation”?
A. Baby Boomers
B. Generation X
C. Generation Y
D. Generation Z
Correct Answer: B
Which of the following traits best describes Generation Y (Millennials)?
A. Avoid technology and prefer personal interactions
B. Less mobile and prefer job security
C. Comfortable with technology and considered the “plugged-in generation”
D. Known for avoiding online shopping
Correct Answer: C
What is a major trend in Canadian households today?
A. Decreasing number of working women
B. Fewer dual-income families
C. Rise in single-parent families and common-law arrangements
D. Early marriages and large families
Correct Answer: C
Which of the following is TRUE about education and ethnic diversity in Canada?
A. The population is becoming more homogeneous
B. Education levels are falling in urban areas
C. There is an increase in diversity beyond ethnicity, including disability and sexual orientation
D. There is little impact of diversity on marketing strategies
Correct Answer: C
What defines core beliefs in a cultural environment?
A. Opinions shaped by short-term media exposure
B. Values learned from peer groups
C. Deeply held values passed from parents to children
D. Trends in clothing and music
Correct Answer: C
What is an example of a secondary cultural value?
A. Belief in the importance of freedom
B. Belief in marriage
C. Belief that people should marry early
D. Belief that democracy is vital
Correct Answer: C
The political environment includes:
A. Generational trends and values
B. Distribution networks and pricing strategies
C. Laws, government agencies, and pressure groups
D. Pop culture influences
Correct Answer: C
What is the focus of value marketing?
A. Offering luxury products at a premium
B. Cutting product costs at all expenses
C. Providing high-end service regardless of price
D. Offering cautious buyers a balance of quality, service, and fair pricing
Correct Answer: D
- What is the primary focus of sustainable marketing?
A. Meeting immediate consumer desires at any cost
B. Minimizing marketing budgets for future profits
C. Meeting the needs of consumers while preserving future generations’ ability to meet their needs
D. Encouraging consumers to buy more products to support the economy
Correct Answer: C
How does sustainable marketing differ from the societal marketing concept?
A. Societal marketing focuses only on business profits
B. Sustainable marketing looks only at current customer satisfaction
C. Sustainable marketing emphasizes preserving future needs, while societal marketing focuses on current needs and long-term wants
D. Societal marketing is more environmentally focused
Correct Answer: C
Which of the following is a criticism of marketing at the individual level?
A. Too few social goods
B. Cultural pollution
C. Planned obsolescence
D. False wants and materialism
Correct Answer: C
Which is considered a societal criticism of marketing?
A. High-pressure selling
B. Deceptive practices
C. Poor service to disadvantaged consumers
D. Too much materialism and too few social goods
Correct Answer: D
What does planned obsolescence refer to?
A. A plan to recycle outdated products
B. Designing products that become outdated quickly to encourage repurchasing
C. Launching obsolete technology to increase costs
D. The strategy of reducing costs by not updating the product
Correct Answer: B
What is consumerism in the context of marketing?
A. A movement to promote consumption over saving
B. An effort to encourage consumers to buy more
C. A movement to improve buyers’ rights and power in relation to sellers
D. A strategy to reduce marketing costs by avoiding legal scrutiny
Correct Answer: C
What is the definition of environmentalism as it relates to marketing?
A. A method of reducing promotional efforts in nature-related industries
B. A movement to eliminate all forms of marketing and consumption
C. A movement to protect and improve people’s living environment
D. A strategy to protect companies from environmental fines
Correct Answer: C
According to environmentalists, what should be the true goal of the marketing system?
A. Maximize profits and market share
B. Maximize product variety and advertising
C. Maximize life quality, not just consumption or satisfaction
D. Maximize brand loyalty and shelf space
Correct Answer: C
In the model of buyer behavior, which of the following is considered a component of environmental stimuli?
A. Beliefs and attitudes
B. Motivation and perception
C. Marketing mix (4Ps)
D. Cognitive dissonance
Correct Answer: C
What is the purpose of marketers manipulating environmental stimuli?
A. To increase product complexity
B. To maximize supply chain efficiency
C. To generate a desired consumer response
D. To control consumer opinions
Correct Answer: C
What is an example of a membership group?
A. A celebrity influencer
B. A brand community you admire but don’t belong to
C. Your workplace colleagues
D. A sports team you watch on TV
Correct Answer: C
What are opinion leaders?
A. Government officials who regulate advertising
B. Experts hired to create advertisements
C. People who exert social influence on others in a group
D. Managers in a company’s marketing team
Correct Answer: C
Which of the following is NOT one of the three perceptual processes?
A. Selective attention
B. Selective distortion
C. Selective promotion
D. Selective retention
Correct Answer: C
What is cognitive dissonance?
A. A lack of interest during evaluation of products
B. The satisfaction after a purchase
C. A discomfort caused by post-purchase conflict
D. The psychological need to shop more often
Correct Answer: C
In Maslow’s hierarchy of needs, what is at the top level?
A. Esteem needs
B. Safety needs
C. Social needs
D. Self-actualization need
Correct Answer: D
What type of buying behavior is characterized by high consumer involvement and significant differences between brands?
A. Variety-seeking behavior
B. Complex buying behavior
C. Dissonance-reducing behavior
D. Habitual buying behavior
Correct Answer: B
What is passive learning in marketing?
A. Researching brands while shopping online
B. Learning through product trials
C. Subconsciously learning through repeated exposure without active search
D. Taking notes during a brand seminar
Correct Answer: C
Which of the following characteristics speeds up product adoption?
A. High complexity
B. Low compatibility
C. High relative advantage
D. Limited communicability
Correct Answer: C
What does AIETA stand for in the adoption process?
A. Awareness, Interest, Evaluation, Trial, Adoption
B. Attention, Interpretation, Emotion, Trial, Agreement
C. Awareness, Involvement, Emotion, Trust, Action
D. Action, Interest, Experience, Testing, Acceptance
Correct Answer: A
What is the correct order of the STP process?
A. Targeting → Segmentation → Positioning
B. Segmentation → Targeting → Positioning
C. Positioning → Segmentation → Targeting
D. Targeting → Positioning → Segmentation
Correct Answer: B
What is market segmentation?
A. Selecting the best advertising platform
B. Dividing a market into distinct groups with similar needs or behavior
C. Developing a pricing strategy
D. Promoting the same product to all market segments
Correct Answer: B
Which of the following is an example of a psychographic segmentation variable?
A. Age
B. Income
C. Lifestyle
D. Region
Correct Answer: C
What does benefit segmentation focus on?
A. Regional location of the consumer
B. Product features instead of customer needs
C. Consumer income
D. The specific needs or benefits consumers seek from a product
Correct Answer: D
What is positioning in marketing?
A. The decision to withdraw a product from the market
B. Selecting the cheapest supplier for your inputs
C. Placing a brand in a clear, distinctive spot in the minds of target consumers
D. Determining the average market share of a product
Correct Answer: C
Which of the following is not one of the four major groups of segmentation variables?
A. Demographic
B. Geographic
C. Situational
D. Psychographic
Correct Answer: C
What is an example of a segmentation variable and its level?
A. Gender: Female
B. Lifestyle: Social media
C. Income: Benefits sought
D. Behavior: Evaluation
Correct Answer: A
Which of the following best describes market segmentation?
A. Creating a single campaign to reach all customers
B. Dividing the market into groups with similar needs or behaviours
C. Promoting only to high-income individuals
D. Selecting the most profitable competitors
Correct Answer: B
What is the goal of differentiation in the STP process?
A. To divide the population by geographic region
B. To evaluate loyalty status
C. To create superior customer value
D. To choose a low-cost supplier
Correct Answer: C
In positioning, a company tries to:
A. Manufacture more products than competitors
B. Develop marketing strategies with minimal customer data
C. Occupy a clear and desirable place in the minds of target consumers
D. Price products lower than market average
Correct Answer: C
Which of the following is true about benefit segmentation?
A. It focuses only on product features
B. It classifies customers based on region
C. It groups people based on benefits they seek from the product
D. It only applies to luxury goods
Correct Answer: C
If a toothpaste company segments its market based on consumers who prefer “whitening” vs. “cavity prevention,” it is using:
A. Psychographic segmentation
B. Behavioural segmentation
C. Demographic segmentation
D. Benefit segmentation
Correct Answer: D
Which of these is a form of multiple segmentation that considers both location and lifestyle?
A. Demographic segmentation
B. Psychographic segmentation
C. Intermarket segmentation
D. Geodemographic segmentation
Correct Answer: D
hat is intermarket (cross-market) segmentation?
A. Segmenting by store type
B. Targeting consumers with similar needs across countries
C. Dividing a market based only on age
D. Focusing on luxury goods only
Correct Answer: B
Which of the following is not typically considered a psychographic variable?
A. Personality
B. Social class
C. Region
D. Lifestyle
Correct Answer: C
Behavioural segmentation includes dividing markets based on:
A. Zip code
B. Gender
C. Product usage and attitudes
D. Age and income
Correct Answer: C
What are the five stages of the adoption process (AIETA)?
A. Attention, Interest, Education, Trial, Action
B. Awareness, Interest, Evaluation, Trial, Adoption
C. Awareness, Involvement, Testing, Evaluation, Adoption
D. Attention, Interest, Evaluation, Trust, Acceptance
Correct Answer: B
When should a company use concentrated marketing?
A. When the company has abundant resources
B. When the product can be varied in design or packaging
C. When the company’s resources are limited
D. When consumers’ needs are diverse and varied
Correct Answer: C
What type of marketing is best suited for a product that is in the maturity stage of its life cycle?
A. Undifferentiated marketing
B. Differentiated marketing
C. Concentrated marketing
D. Personalized marketing
Correct Answer: B
If the consumers’ needs, behaviours, and characteristics are very similar, which type of marketing strategy should be used?
A. Differentiated marketing
B. Concentrated marketing
C. Undifferentiated marketing
D. Targeted marketing
Correct Answer: C
Which of the following factors is NOT important when choosing a target marketing strategy?
A. Company resources
B. Competitors’ marketing strategies
C. The weather conditions
D. Product life-cycle stage
Correct Answer: C
What is product positioning?
A. The process of creating a new product design
B. The way a product is positioned on a store shelf
C. The way a product is defined by consumers on important attributes relative to competitors
D. The physical location of a product within a warehouse
Correct Answer: C
Which of the following is NOT a type of product differentiation?
A. Product features
B. People differentiation
C. Service differentiation
D. Store location differentiation
Correct Answer: D
Channel differentiation involves:
A. Offering a unique physical store experience
B. Differentiating based on how a company designs its distribution and performance
C. Creating a unique product packaging
D. Offering better customer service
Correct Answer: B
A company that differentiates its products based on its image, such as luxury or eco-friendliness, is using:
A. Service differentiation
B. Channel differentiation
C. Image differentiation
D. People differentiation
Correct Answer: C
The full mix of benefits upon which a brand is positioned is called:
A. The brand promise
B. The target market
C. The value proposition
D. The differentiation strategy
Correct Answer: C
What should a company do if competitors use differentiated marketing?
A. Use undifferentiated marketing
B. Use a concentrated marketing strategy
C. Use differentiated marketing as well
D. Focus on cost-cutting
Correct Answer: C
A product is defined as:
A. Only physical objects that can be sold in a market
B. Any item that is purchased in a retail store
C. Anything that can be offered to a market to satisfy a want or need, including services and ideas
D. Only tangible goods that are consumed
Correct Answer: C
The core product refers to:
A. The physical attributes of the product
B. The problem-solving services or benefits that the consumer seeks
C. The added services and features of the product
D. The final version of the product after modifications
Correct Answer: B
Which of the following is an example of augmented product?
A. A smartphone’s physical design
B. The customer service and warranties provided with a product
C. The color and texture of a product
D. The ingredients used to create a product
Correct Answer: B
What is the primary purpose of product features?
A. They define how the product works and the functions it performs
B. They refer to the physical characteristics and materials of the product
C. They describe the emotional benefits of using the product
D. They provide the service benefits of the product
Correct Answer: B
What is a benefit of using a product?
A. The physical design of the product
B. The emotional satisfaction or utility gained by the consumer
C. The raw materials used to create the product
D. The function performed by the product
Correct Answer: B
Exclusive distribution refers to:
A. The product being available in a very limited number of outlets
B. The product being sold in every retail store within a region
C. The product being marketed by only a few retailers in specific areas
D. The product being sold in multiple stores across regions with mass availability
Correct Answer: A
Which of the following strategies is used to create brand equity?
A. Reducing product prices consistently to attract more customers
B. Differentiating and positioning the brand in consumers’ minds
C. Focusing solely on the product’s price
D. Using minimal advertising to build awareness
Correct Answer: B
Brand equity leads to which of the following advantages?
A. Lower customer loyalty
B. Increased sales, loyalty, and higher profits
C. Reduced leverage with resellers
D. Increased reliance on competitors’ pricing strategies
Correct Answer: B
A private label brand is:
A. A brand that is owned by a manufacturer
B. A brand owned by a store or retailer to compete with manufacturers’ brands
C. A brand that is only sold in exclusive retail locations
D. A product offered by a multinational corporation
Correct Answer: B
Product line filling involves:
A. Adding higher or lower priced products to a product line
B. Increasing the number of retailers selling the product
C. Introducing entirely new product categories
D. Adding more items within an existing product range
Correct Answer: D
What is the difference between product line extension and product line filling?
A. Line extension introduces more products within the same price range, while filling adds products across various price levels.
B. Line extension adds new versions or products in the same category, while filling adds more variations within an existing range.
C. Line extension reduces the number of items in a line, while filling increases them.
D. Line extension focuses on pricing, while filling focuses on distribution strategies.
Correct Answer: B
Brand extension is best used when:
A. The new product is unrelated to the original brand’s expertise
B. Consumers view the original brand’s expertise as relevant to the new product
C. The original product brand is not well known
D. The new product is of a lower quality than the existing one
Correct Answer: B
Multibrands refers to:
A. Using multiple brands under the same product category to reach different segments
B. Introducing a single brand across multiple product categories
C. Extending one brand to various unrelated categories
D. Focusing on one brand across multiple geographic regions
Correct Answer: A
Which of the following service characteristics requires a company to manage demand better during slow periods?
A. Intangibility
B. Variability
C. Perishability
D. Inseparability
Correct Answer: C
Co-branding is:
A. The process of creating a new brand for each product category
B. Using two or more established brand names on the same product
C. The practice of maintaining one brand across all products
D. The sale of products under a private label
Correct Answer: B
. What is one of the critical reasons for new product failure?
A) The product is too expensive
B) The product does not offer any new benefits to consumers
C) The product is poorly packaged
D) The product is marketed to the wrong target audience
Answer: B)
What is the first stage in the New Product Development (NPD) process?
A) Idea Screening
B) New Product Idea Generation
C) Marketing Strategy Development
D) Product Development
Answer: B) New Product Idea Generation
What is the purpose of the “Idea Screening” stage in the NPD process?
A) To develop marketing strategies
B) To identify and drop bad ideas
C) To test the product concept with consumers
D) To launch the product in test markets
Answer: B) To identify and drop bad ideas
During the “Concept Development and Testing” stage, what is the goal?
A) To test the product’s market performance
B) To develop a detailed product concept and test it with consumers
C) To create a marketing strategy for the product
D) To finalize the product packaging design
Answer: B) To develop a detailed product concept and test it with consumers
What does the “Marketing Strategy Development” stage include?
A) Developing the product’s price and design
B) Developing the full marketing strategy and testing it in real market settings
C) Generating new product ideas
D) Finalizing the product for launch
Answer: B) Developing the full marketing strategy and testing it in real market settings
Which of the following stages in the NPD process involves introducing the product and marketing program into more realistic market settings?
A) Business Analysis
B) Product Development
C) Test Marketing
D) Idea Generation
Answer: C) Test Marketing
Which type of test market involves using small, representative markets to conduct a full marketing campaign?
A) Standard Test Market
B) Controlled Test Market
C) Simulated Test Market
D) Pilot Test Market
Answer: A) Standard Test Market
What is the primary objective of the “Commercialization” stage in the NPD process?
A) To generate new ideas for future products
B) To finalize product development
C) To fully launch the product into the market
D) To analyze the business implications of the new product
Answer: C) To fully launch the product into the market
Which of the following is NOT a common reason for new product failure?
A) The product is not unique and doesn’t address consumer problems
B) The product is over-tested and oversaturated with feedback
C) Poor competitive analysis
D) Inadequate product marketing or promotion
Answer: B) The product is over-tested and oversaturated with feedback
What does “test marketing” help companies with?
A) Gathering consumer feedback on product design
B) Testing the entire marketing program (4Ps) under realistic conditions
C) Reducing the price of the product
D) Launching the product without market feedback
Answer: B) Testing the entire marketing program (4Ps) under realistic conditions
In the “Product Life Cycle” (PLC), what should product managers do in the maturity stage?
A) Focus on increasing product differentiation
B) Avoid any changes to the product
C) Modify the market, product, and marketing mix to maintain growth
D) Begin to phase out the product
Answer: C) Modify the market, product, and marketing mix to maintain growth
What typically limits the price of a product?
A) Consumer perceptions of value at the upper end and production costs at the lower end
B) Competitor prices at both the upper and lower ends
C) Fixed costs and variable costs
D) Company objectives and market trends
Answer: A) Consumer perceptions of value at the upper end and production costs at the lower end
Which of the following is an example of a fixed cost?
A) Cost of raw materials
B) Rent for factory space
C) Wages paid to hourly workers
D) Cost to manufacture a unit of product
Answer: B) Rent for factory space
What is “Good-value pricing”?
A) Setting high prices to differentiate products from competitors
B) Offering more benefits for a given price or the same benefits for a lower price
C) Pricing a product below cost to attract consumers
D) Setting a price based on consumer income
Answer: B) Offering more benefits for a given price or the same benefits for a lower price
What is “Value-added pricing”?
A) Setting the price based on the cost of production
B) Adding features or services to justify higher prices
C) Offering discounts to increase sales
D) Pricing the product based on competitors’ prices
Answer: B) Adding features or services to justify higher prices
Which pricing strategy aims to increase market share by setting a low price for a new product?
A) Market Skimming Pricing
B) Market Penetration Pricing
C) Psychological Pricing
D) Cost-plus Pricing
Answer: B) Market Penetration Pricing
When is “Market Skimming Pricing” used?
A) To capture a large market share with a low price
B) When the product has high demand and competitors’ products are difficult to replicate
C) To lower costs due to economies of scale
D) When consumers are price-sensitive
Answer: B) When the product has high demand and competitors’ products are difficult to replicate
What is “Price Elasticity of Demand” (PED)?
A) The percentage change in price divided by the percentage change in quantity demanded
B) The price level at which supply and demand are equal
C) The cost of producing an additional unit of a product
D) The consumer’s willingness to pay higher prices
Answer: A) The percentage change in price divided by the percentage change in quantity demanded
When is demand considered “inelastic”?
A) When a small change in price leads to a large change in quantity demanded
B) When a small change in price results in a small change in quantity demanded
C) When demand increases with price reduction
D) When there is no consumer interest in the product
Answer: B) When a small change in price results in a small change in quantity demanded
Which of the following is a price adjustment strategy?
A) Price skimming
B) Promotional Pricing
C) Cost-plus Pricing
D) Experience Curve Pricing
Answer: B) Promotional Pricing
What is a potential risk of using promotional pricing?
A) It can result in higher long-term revenue
B) It may damage brand image
C) It leads to price consistency
D) It can create loyalty among consumers
Answer: B) It may damage brand image
What is “Psychological Pricing”?
A) Setting a price based on the cost of production
B) Adjusting prices to match competitor prices
C) Pricing products based on consumer perceptions and psychology
D) Offering low prices to attract consumers in a saturated market
Answer: C) Pricing products based on consumer perceptions and psychology
What is “Cost-plus Pricing”?
A) Setting the price based on competitors’ prices
B) Adding a fixed markup to the unit cost of the product
C) Setting the price based on consumer demand
D) Pricing products below cost to increase market share
Answer: B) Adding a fixed markup to the unit cost of the product
What is the primary way in which channel members add value?
A) By producing products at lower costs
B) By providing time, place, and possession utility
C) By offering customer service at a higher price
D) By increasing manufacturing capacity
Answer: B) By providing time, place, and possession utility
What is the difference between direct and indirect marketing channels?
A) Direct marketing channels have intermediaries, while indirect channels do not
B) Direct marketing channels involve no intermediary levels, while indirect channels involve one or more intermediary levels
C) Indirect marketing channels are more cost-effective than direct marketing channels
D) Direct marketing channels are used only for exclusive products
Answer: B) Direct marketing channels involve no intermediary levels, while indirect channels involve one or more intermediary levels
Which of the following describes an intensive distribution strategy?
A) Using only a few exclusive retailers to distribute products
B) Offering products in as many outlets as possible
C) Selecting distributors based on high-quality relationships
D) Limiting the number of intermediaries to increase control
Answer: B) Offering products in as many outlets as possible
What is the main advantage of selective distribution?
A) It maximizes geographic coverage and convenience
B) It generates stronger dealer support and more control over prices and services
C) It limits consumer access to the product
D) It is most effective for convenience products
Answer: B) It generates stronger dealer support and more control over prices and services
Which type of distribution strategy is most likely to enhance brand image and allow for higher markups?
A) Intensive distribution
B) Selective distribution
C) Exclusive distribution
D) Multichannel distribution
Answer: C) Exclusive distribution
What is a key challenge when designing international distribution channels?
A) Adjusting the pricing strategy
B) Adapting channel strategies to local market structures
C) Ensuring product quality consistency across markets
D) Increasing product production capacity
Answer: B) Adapting channel strategies to local market structures
Which of the following is an example of vertical conflict in a distribution channel?
A) Disagreement between two regional distributors of a company
B) Disagreement between a manufacturer and its wholesaler over pricing policies
C) A retailer offering a competitor’s product in the same location
D) A manufacturer directly selling to consumers, bypassing intermediaries
Answer: B) Disagreement between a manufacturer and its wholesaler over pricing policies
What is a Vertical Marketing System (VMS)?
A) A distribution channel structure where the producer, wholesaler, and retailer operate independently
B) A distribution system in which one channel member controls the entire system
C) A system where the producer and wholesaler work together but the retailer operates independently
D) A type of multichannel distribution system that involves more than one type of intermediary
Answer: B) A distribution system in which one channel member controls the entire system
Which type of Vertical Marketing System involves the producer, wholesaler, and retailer working together under common ownership?
A) Contractual VMS
B) Administered VMS
C) Corporate VMS
D) Independent VMS
Answer: C) Corporate VMS
Which of the following best describes a contractual Vertical Marketing System?
A) It involves a producer, wholesaler, and retailer acting independently without contracts
B) It is a system in which independent firms join together through contracts to achieve mutual goals
C) It requires a single company to own all stages of production and distribution
D) It relies on the size and power of one party to control the entire system
Answer: B) It is a system in which independent firms join together through contracts to achieve mutual goals
Which of the following is an example of a franchise in a contractual Vertical Marketing System?
A) A retail chain that owns its suppliers and distribution network
B) A wholesaler who works directly with consumers
C) A franchisor that provides exclusive rights to distribute products in specific areas
D) A manufacturer that sets up its own retail stores to sell products
Answer: C) A franchisor that provides exclusive rights to distribute products in specific areas
What is the main advantage of using a Vertical Marketing System (VMS)?
A) Increased independence for each channel member
B) Greater control, reduced conflict, and economies of scale
C) Limited geographic coverage
D) Reduced dependency on other intermediaries
Answer: B) Greater control, reduced conflict, and economies of scale
What is the central idea behind the integration of the communication mix?
A) To create separate campaigns for each stage of the adoption process
B) To combine communication tools to guide consumers through the adoption stages
C) To focus on personal selling only for new products
D) To ensure that each marketing tool works in isolation for maximum impact
Answer: B) To combine communication tools to guide consumers through the adoption stages
Which of the following is NOT one of the steps in developing effective marketing communications?
A) Identify your target audience
B) Design your message
C) Determine your communication objective
D) Create a detailed product prototype
Answer: D) Create a detailed product prototype
What is the primary focus of the ‘Push’ strategy in marketing communications?
A) Stimulate consumer demand directly
B) Build a strong brand identity
C) Gain the support of channel members to push the product down the distribution channel
D) Focus on immediate consumer response through advertising
Answer: C) Gain the support of channel members to push the product down the distribution channel
Which of the following appeals is most likely to stir up positive or negative emotions like joy, pride, or fear?
A) Rational appeals
B) Emotional appeals
C) Moral appeals
D) Logical appeals
Answer: B) Emotional appeals
Which message structure strategy is recommended when addressing educated or experienced buyers with opposing views?
A) Use a one-sided argument
B) Present only the strengths of the product
C) Use a two-sided argument
D) Draw a conclusion for the consumer
Answer: C) Use a two-sided argument
What is a key characteristic of a ‘Pull’ strategy in marketing communications?
A) It focuses on gaining the support of wholesalers and retailers
B) It relies primarily on trade discounts and personal selling
C) It focuses on stimulating consumer demand and building brand identity
D) It is preferred by small companies with weaker communication budgets
Answer: C) It focuses on stimulating consumer demand and building brand identity
Which of the following is a part of the steps in designing a message for marketing communication?
A) Create a new product prototype
B) Decide on message format, such as print, radio, or personal presentation
C) Only use rational appeals
D) Exclude emotional appeals to maintain a professional tone
Answer: B) Decide on message format, such as print, radio, or personal presentation
What is typically preferred by industrial marketers or businesses with limited promotion budgets?
A) Pull strategy
B) Push strategy
C) Celebrity endorsement
D) Social media marketing
Answer: B) Push strategy
Which promotion tool is most commonly used to stimulate immediate consumer response?
A) Advertising
B) Sales promotion
C) Public relations
D) Direct marketing
Answer: B) Sales promotion
Which type of appeal is based on the audience’s sense of right versus wrong and often appeals to cultural or religious values?
A) Rational appeals
B) Emotional appeals
C) Moral appeals
D) Psychological appeals
Answer: C) Moral appeals
Which of the following is typically emphasized in the push strategy to build strong relationships with channel intermediaries?
A) Advertising
B) Trade discounts
C) Emotional appeals
D) Consumer promotions
Answer: B) Trade discounts
What is the first step in developing effective marketing communications?
A) Design your message
B) Choose your communication mix
C) Identify your target audience
D) Execute and collect feedback
Answer: C) Identify your target audience
What is direct marketing?
A) A marketing strategy that uses intermediaries
B) A marketing channel without intermediaries
C) A traditional form of marketing that only uses print media
D) A marketing method primarily focused on physical stores
Answer: B) A marketing channel without intermediaries
Answer: B) A marketing channel without intermediaries
Which of the following is the fastest-growing form of marketing?
A) Direct marketing
B) Television advertising
C) Radio marketing
D) Print media advertising
Answer: A) Direct marketing
How does the new model of direct marketing differ from traditional approaches?
A) It uses a physical store presence to engage with consumers.
B) It relies on traditional marketing methods such as television and radio.
C) It utilizes electronic channels and databases to personalize messages.
D) It uses only face-to-face marketing techniques.
Answer: C) It utilizes electronic channels and databases to personalize messages.
What benefit of direct marketing is available 24/7?
A) Sales assistants are available around the clock.
B) Direct marketing campaigns are accessible at any time.
C) Products are always in stock.
D) Consumers have access to product catalogs online.
Answer: B) Direct marketing campaigns are accessible at any time.
Which of the following is NOT a benefit of direct marketing to sellers?
A) The ability to customize communication and promotions.
B) The ability to reach consumers globally.
C) High costs of maintaining a physical store.
D) Receiving direct feedback from individual consumers.
Answer: C) High costs of maintaining a physical store.
Which of the following is an example of catalog marketing?
A) A pop-up ad on a website
B) A flyer promoting a new product in a shopping mall
C) A printed catalog from Sears or Land’s End
D) An email offer for a limited-time discount
Answer: C) A printed catalog from Sears or Land’s End
What is the main advantage of viral marketing?
A) It generates organic word-of-mouth through contagious content.
B) It only targets traditional consumers.
C) It relies on email marketing to spread the message.
D) It primarily uses offline media channels.
Answer: A) It generates organic word-of-mouth through contagious content.
